white house viruses concede there's not really anything the president can do to bring down the price of gas in any significant way this year. erica. >> hill: chip, thanks. chip reid at the white house. american drivers, though, are beginning to do their part to conserve, and as national correspondent dean reynolds tells us, that means the heyday of the gas guzzler is over. >> 142.5! >> reporter: on the roller coaster ride of energy prices, gasoline is going up again. >> $65 for gas is pretty unbelievable. >> reporter: but lessons learned since the last spike in 2008 are cushioning the blow. >> fuel efficiency as a whole has become more important to every customer, even a full-size truck customer. >> reporter: gasoline consumption in this country peaked in 2007 at 390 million gallons a day. but it's declined ever since, and last year, the figure was 379 million gallons, a nearly 11-million gallon difference every day, and that's even with more cars on the road.